Seasonal Initiative Amplifies the Pacifico Tentpole Promotions
By leveraging Emergent’s California-based and adventure-loving communities across its owned and operated social channels (Golden State, Paradise), the Pacifico campaign aims to increase awareness and relevance among beer lovers in the key Southern California DMAs of Los Angeles and San Diego. This campaign features sponsored editorial content as well as strategic integration within existing lifestyle programming to enhance the ongoing Pacifico tentpole initiatives. Each execution is designed to engage Emergent’s “Modern Explorer” audience, which aligns directly with the Pacifico target audience of intrinsically motivated adventurers who believe in following their own path, living life with a sense of freedom, and viewing every experience as an opportunity for personal growth.
“Emergent’s communities are a perfect fit for Pacifico, and we’re thrilled about how this creative collaboration enhances the brand’s positioning among Gen Z.”
– Ryan Anderson | Senior Director, Brand Marketing, Pacifico
The campaign, which began in May and will continue into October, is geo-targeted to hit Southern California and adheres to Legal Drinking Age (LDA) standards. The campaign kicked off right before Memorial Day with a custom edition of Golden State’s “Hey Weekend” editorial series. It includes a combination of Instagram posts and an editorial feature that promote the popular Pacifico “Yappy Hour” concept, showcasing Southern California’s top dog-friendly beaches and watering holes. The second execution, featured on Paradise Instagram through a social media takeover, highlights signature adventures and activities to be found in the San Diego area. This will be followed by another edition of “Hey Weekend” that focuses on one of surfing’s most prominent events, the 2023 Wallex U.S. Open of Surfing presented by Pacifico in Huntington Beach. The editorial boosts the Pacifico presenting sponsorship of the summer classic by celebrating the rich history and unique beach culture of “Surf City USA.” The Emergent-Pacifico program concludes with a second social media takeover on Paradise Instagram that amplifies the Pacifico collaboration with premier e-bike brand Super73. The promotion includes a limited edition Pacifico x Super 73 e-bike sweepstakes and provides inspiration for viewers to get out and explore.
“This partnership is rooted in the natural connection between Emergent’s diverse communities, the lifestyle content they gravitate toward, and the brand ethos of Pacifico,” says Matt Muir, Emergent’s VP of Brand Partnerships. “The integration is seamless and allows us to introduce our audience to the brand in a contextually relevant way—so they’ll want to grab an ice-cold Pacifico and hit the beach.”
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Docuseries celebrates individuals boldly combining passion with profession
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Casio G-SHOCK and Emergent Media have partnered to create story-driven content featuring individuals who represent the toughness and ruggedness of the G-SHOCK brand.
Through Golden State’s established docuseries Out of Office – profiles of people who have designed their lifestyles and livelihoods around the outdoors – Emergent Media created two custom episodes featuring Becky Mendoza and Jeff Hull, two individuals who embody both the strength of G-SHOCK for a curious, active and adventurous community that understands and appreciates the value of time. G-SHOCK watches are featured prominently yet organically in the show’s cinematic footage.
“Casio is excited about the content and working with Emergent Media to create custom episodes of Out of Office to position G-SHOCK as the go-to watch for performance-minded explorers and creators”
The G-SHOCK-branded content exists as approximately 4-minute long video episodes, plus social cutdowns and written articles. In addition to distribution on Casio’s owned social media channels, the content is featured on goldenstate.is and organically within the Golden State and Surfers social channels.
About Becky Mendoza
As the owner of Action Sports Law Group, Becky Mendoza provides athletes and companies with quality legal services that help them more effortlessly pursue their passions. As a cofounder of the women-led Changing Tides Foundation, she strives to help solve global challenges, advocate for our planet, and create change throughout the world. In this special episode of Out of Office, celebrating International Women’s Day, we learn more about Becky and a journey that mixes passion, profession and purpose.
About Jeff Hull
California-based boat builder Jeff Hull cut his teeth as a snowboard and surfboard builder; boats were never meant to replace this work. Instead, he saw it as a new avenue to create and connect. “Once I was introduced to fiberglass, resins, epoxies…it just opened this world to things you could build.” In this next episode of Out of Office, we spend a day with Jeff, from the shop to the sea, and explore his passion for all things water-related.
Pro surfers Bruna Zaun and Pat Gudauskas star in Emergent Media’s original content series
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Emergent Media has partnered with Volkswagen on a new digital campaign which aligns with the ID.4’s driving statement, “Before it can change the world, it has to change yours.” Inspired and informed by the insight that range is the most important consideration for electric-car shoppers, Taking Charge: Powered by VW ID.4 follows eco-conscious pro surfers Bruna Zaun and Pat Gudauskas as they take their quintessential California lifestyles on the road to enjoy a little beach time, ride some waves, and run a few errands.
In the episode featuring Bruna Zaun, she drives from Hermosa Beach in the South Bay of Los Angeles to Encinitas, just outside San Diego. Dan Gudauskas and his family enjoy a run up Pacific Coast Highway from their home in Orange County’s San Clemente to Topanga Canyon. Along the way, the day-trip vignettes normalize the electric vehicle experience by demonstrating the ID.4’s impressive range and showcasing the car’s numerous features. The result is a campaign that promotes familiarity with the new ID.4 as an EV for the masses while serving as a prompt for California audiences to reconsider the VW brand.
“Emergent Media creates bespoke content that connects us with a community in a way that doesn’t feel forced,” says Kimberly Gardiner, Senior Vice President of Marketing at Volkswagen. “The work (they) are doing has always felt so well thought through, from the very beginning to the delivery, it has never been an ‘insert your brand here’ approach. They want to create content that is smart and uniquely special. They are content creators at their core who just want to hear about what they can do to help you achieve your goals.”
Taking Charge: Powered by VW ID.4 is composed of long-form hero videos and social cut-downs with distribution across Emergent’s key California Channels: California Love, Golden State, and Surfers. Additional distribution includes paid social targeting an eco-conscious and EV open consumer across Facebook and Instagram, with an emphasis on West coast markets. Furthermore, content will also be amplified across the talents’ own social channels. The campaign runs mid-September through October, 2021.
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